Advertisements for hygiene products such as toothpaste and mouthwash tend to feature doctors as spokespersons endorsing the products. Consumers perceive these doctors to possess a substantial knowledge on health and hygiene. Which of the following characteristics of the message source is represented by this example?
A) Expertise
B) Congruity
C) Visibility
D) Perception

Question

Quizplus · Accepted Answer

The example given shows that the doctors are used as spokespersons, endorsing hygiene products because they are perceived to have substantial knowledge on health and hygiene. The characteristic of the message source represented in this example is expertise, which refers to the perceived knowledge or skill of the person delivering the message.

Advertisements for Hygiene Products Such as Toothpaste and Mouthwash Tend